Bodybuilders in turmoil as key complement skyrockets in value leaving fitness center customers livid
Bodybuilders and gym-goers are baring the brunt of protein shortages in the form of massive price hikes, leaving them out of pocket or missing out on gains
An increased demand for protein powder is whacking up the price of products containing it, meaning gym-lovers are feeling the burn on their wallet.
The health fad, which is usually made from cheese production biproduct whey, has seen a ridiculous growth in popularity in the UK as Brits look for cheap and easy ways to achieve muscle friendly diets. And with supermarkets and food companies adding more and more protein-boosted products to their lines, from yoghurts, to biscuits to drinks, the cost of the whey going into them is going up and up.
Factories cannot quickly make a lot more of the high-protein whey these companies need, as producing it requires specialist equipment, so supply has struggled to keep up with demand.
Have you noticed a rise in the price of protein products (Image: Getty)
According to latest figures published by food price tracking body Expana, the price of whey has gone up a whopping 130% in the last year, while individual products have seen an even steeper increase.
Sandro Schulz, a protein market analyst at Expana, told DairyReporter: “Production is increasing, but capacity additions take time to come online, so supply growth is lagging demand growth”, while Jasper Endlich, an analyst at dairy market data firm Vesper, told the Guardian: “People want more than there physically is available. Manufacturers would like to produce more and build safety stocks, but they haven’t been able to do that.”
In an interviewer with the BBC, the founder of protein supplement company Warrior Kieran Fisher told the BBC that his company had raised the price of his products from £12.50 to £17.99 in a year, where as other company’s products have nearly tripled in the last five years.
Businesses say they need to increase prices to keep up (Image: Getty Images/iStockphoto)
Fisher admitted that his company were looking for other sources of protein to offset the rising cost of whey but for now price increases were the only solution to staying profitable.
He told the BBC: “Our whey protein powder was £12.50 on the shelf last year. We’ve put that up to £17.99 and we’re still subsidising that from other aspects of the business.”
The UK is, according to the data, in something of a protein mania, with the obsession clearest amongst young people.
Protein products are more popular than ever (Image: Getty)
According to a recent YouGov, 37% of 20-35 year-olds consume protein shakes regularly, whereas the popularity of all protein products have increased just over 9% according to consumer trend experts.
